This is a great speech Gary Vaynerchuk gave as a keynote at "Elevate NYC 2013." In it, he discusses one of the points that I believe is so often missed by traditional marketers. As Vaynerchuk puts it:
"What you think is socially acceptable, or proper, or the way that it should be, has absolutely nothing to do with the way that you should be running your business. Just because you don't think it's great that people are in their phone 20 hours a day, or just because when you go out with your boyfriend, or husband, or wife, or spouse to dinner and you see a couple over there and you're like, 'Look how said that is, they're on their phones the whole time.' Just because you believe that ... and because you're scared that your kids are watching YouTube for four-and-a-half hours a day ... doesn't mean that that's the way you're supposed to market your business ... The quickest way to go out of business, is to be romantic about how you make your money."
This is so true. The perfect example now (because marketers now almost all certainly should know the value of Facebook and Twitter ... whether they're using them effectively is a different story) is Snapchat.
Most people still see Snapchat as the "sexting" app for teenagers. Vaynerchuck goes on to discuss his view of Snapchat. Simply put, it's where the people are (at least those of a certain age) and where you can grab their attention for 10 seconds. It's up to you as an effective marketer to figure out how to utilize those 10 seconds to tell your story.
The marketers that will continue to be successful are those that will look at that 10 second window and be amazed by the fact that they can have someone's undivided attention for that long. Those that will slowly wilt away are the ones that look at that platform and say, "There's no way you can get your message across with a picture that only lasts for 10 seconds and then is gone forever."
BONUS: How Much Should a Facebook Like Cost?